MKT 3401 Study Guide - Quiz Guide: Triple Bottom Line, Corporate Social Responsibility, Marketing Myopia
Document Summary
The questions below will assist students in preparing for the exams, however it is not a comprehensive list of questions that will be covered on the exams. Exams will be comprised of material from lectures, discussion, audio/visual material, guest lectures, case studies and the textbook. The first facet of marketing is its philosophy. This philosophy is an attitude, perspective, or management orientation that stresses the importance of customer satisfaction. The second facet of marketing is the set of activities used to implement this philosophy. These activities include (but are not limited to) planning, pricing, promotion, distribution, selling, advertising, and inventory management. Marketing is the activity, set of institutions and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Marketing entails the processes that focus on delivering value and benefits to customers, not just selling goods, services, and ideas.
